A hitting face of a golf club head having a location of longest characteristic time shifted away from the geometric center of the hitting face. In one embodiment, the hitting face is made from multiple materials. In another embodiment, the hitting face as a central zone that is thicker than the surrounding material. In another embodiment, a dense insert is attached directly or indirectly to a plate-like face insert at or near the geometric center of the insert. In another embodiment, the central zone of the hitting face is reinforced with ribs. In another embodiment, the central zone is elliptical with varying thickness. In this embodiment, the central zone minor axis is thinner than the major axis. The central zone is positioned within the hitting face such that the minor axis is oriented from the low heel region to the high toe region.